Matchmaker, matchmaker, find me a mattress

The Sleep Company brings the idea of a comfortable rest to life in its latest campaign featuring popluar matchmaker, Sima Taparia. With her signature charm and expertise, she brings a fun twist to the world of comfort, matching couples not just with each other, but with their ideal mattresses.

The Sleep Company’s wedding campaign emphasises how comfort and trust are key to a lasting connection, be it with a life partner or a mattress. Its digital campaign titled ‘Peaceful sleep mubarakh ho’ (May you be blessed with peaceful sleep)’ which is conceptualised by Steve Priya, opens with a matchmaking session with Sima Aunty, a young couple and their families seated around a dining table. It reflects the intensity of matchmaking, with everyone listening carefully to the lengthy list of the girl and the boy as they discuss requirements for an ideal match.

Just as their unconventional demands surprises their families and Sima aunty, the ad takes a light-hearted twist when everyone finds themselves in The Sleep Company’s showroom. Sima Aunty assures the couple that while finding a flawless life partner may be uncertain, the company’s SmartGRID mattress comes with a 10-year warranty and a 100-night free trial—a guarantee in comfort that’s hard to beat. Through this campaign, The Sleep Company shares a fresh perspective with consumers, that finding lifelong comfort is not as complicated as finding the perfect partner.  

Priyanka Salot, co-founder of The Sleep Company, said, “We have always ensured to create comfortable experiences for consumers, which supports them in every phase of life. Our SmartGRID mattresses are designed to offer unmatched comfort—essential to enhancing the sleep quality of people as well as overall well-being. An ideal choice this wedding season, The Sleep Company mattresses also make for a thoughtful gift for couples starting their journey together.”

Priya Pardiwalla, chief creative officer of Steve Priya said, "Over three seasons of her show, Sima aunty thought she's heard all kinds of unrealistic demands and expectations for a prospective partner. Not really. In what looks like a scene from her show, we wanted to communicate that unlike most things in life, The Sleep Company mattress comes with the assurance of a 10-year warranty and 100 nights trial."

Talking about the campaign, Taparia said, “The two key pillars of a successful relationship are comfort and having each other’s support. Similarly, a good mattress is the one that provides comfort and necessary support to the body. TSC's SmartGRID mattress averts pressure accumulation and provides comfort, making it an ideal match for anyone seeking quality sleep. Given the commonality between a good relationship and a good mattress, I am thrilled to join hands with The Sleep Company and add a little matchmaking magic to its wedding campaign.”

Campaign’s take: When matchmaking maestro Sima Taparia swaps her shaadi (wedding) checklist for a mattress showroom, you know an ad is about to turn heads. The Sleep Company’s latest wedding-themed campaign cleverly taps into the nation’s marriage frenzy, likening the quest for the perfect life partner to finding the ideal mattress—one that promises comfort, support, and longevity. 

The ad starts in classic Sima Aunty style, with families huddled around a table, listing their quirky demands for a perfect match. Just as expectations escalate to absurd heights, the scene hilariously shifts to a mattress store, where Sima assures the couple that while soulmates might come with caveats, a SmartGRID mattress guarantees comfort with a 10-year warranty and a 100-night free trial. This witty pivot underscores a profound truth: the relationship you have with your mattress can be as life-changing as finding your soulmate—after all, you spend a third of your life with it. 

With a playful nod to India’s wedding season, the campaign elevates mattress shopping to the realm of romance, making ‘Peaceful sleep mubarakh ho’ a cheeky blessing for newlyweds. By marrying creativity with cultural relevance, The Sleep Company redefines the idea of matchmaking—one perfect mattress at a time.